I got a call the other day from a number I didn’t recognize.
I picked it up, and it was a robocall from a web developer, which I’ve never had happen before. In the message, he talked about how he partners with small businesses and gives personalized customer service to customers who need website help. If I was one of those businesses, I should press 1 to give him a call.
It was jarring. His message about connecting with customers was the exact opposite of what the impersonal recording conveyed. If he can’t be bothered to be there from the very beginning, I’m not sure I would trust him to show up any other time either.
Of course, I understand that times are difficult for a lot of small businesses right now, and people are exploring new ways of reaching out and marketing themselves.
But the message should match the delivery.
If he really wanted to connect and was serious about personal service, he should have called himself. Or sent a personalized email. Or something to show me that he wanted to talk to ME, not just some faceless business he found on the internet.
Real connection and engagement needs to be authentic, which includes both the literal message you’re conveying and the way in which you do it. If you’re hosting an outdoor event and want to get as many people to sign up as possible, then blasting the message out on social media or a weekly newsletter is a great way to do that. If you’re looking for a sponsor for a virtual event, a phone call or personalized letter is the way to go.
I’ve since gotten two more robocalls from other designers, so I guess this might be a thing now. But it shouldn’t be. There are so many good ways to communicate your unique selling position, your upcoming events, or your fundraising goals in ways that are sincere and personal—and don’t require anyone to touch a number on their keypad.
Let’s Play Matchmaker
Wondering if your messaging and delivery are an effective match? Weiher Creative specializes in communication development and strategies to get the word out in a way that feels genuine and thoughtfully planned. Reach out so we can tell you more.
And if you’re curious about working with a graphic designer, be sure to check out the latest 9 Reasons to Hire a Graphic Designer.
